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Millennial, Gen-X Momvertising Opps: Velveeta launched Veltini amid TV spend increase (Score 37)

 recently teamed up with BLT Restaurant Group on a Velveeta-infused martini, the Veltini. The limited-edition beverage will be available at select BLT locations, and BLT will also release a limited number of $50 Veltini kits. Velveeta will likely invest in promotional activity around the launch, so sellers should get in touch soon to secure last-minute ad dollars.

Since the beginning of 2022, iSpot reports Velveeta has allocated roughly $12.6m toward national TV commercials, almost double the roughly $6.8m it had allocated by this point last year. The brand ended up allocating roughly $11.4m toward this channel last year, up 15% from the roughly $9.9m allocated in 2020. Velveeta's 2022 commercials have targeted the male-skewed audience of shows such as NFL Football, The Oscars, NBA Basketball, Family Feud and Two and a Half Men.

According to from the approximately $7.7m spent within the same 2021 timeframe. Velveeta's estimated full-year 2021 spend, $17.4m, reached more than double that of $7.9m in 2020. So far this year, the brand has earned around 32.2m digital impressions via desktop video (52%), Instagram (25%), Facebook (13%) and Twitter (10%) ads. This year's desktop video ads have been placed site direct onto YouTube (99%) and Twitch (1%).

Agency & martech readers - Velveeta retained PR AOR Amobee (programmatic).

Read our most recent update on Velveeta's parent company, here.